Social Lives 148 | I am Jose Mourinho
To get ahead in freelancing, you need to think like a football manager
Hello! Before we get into the meat-and-two-veg of this week’s edition, I’m throwing it out there that I’d like to do more fun things with Social Lives this year. If you’d like me on your podcast, write a feature for your publication, do a talk at your organisation, or even just grab a coffee, you can always email me at hello@cattington.com
I AM JOSE MOURINHO
Happy New Year, Social Lives readers. I feel that I can still say that because this is the first edition of the year, plus it’s my newsletter and I’ll spout meaningless platitudes if I want to.
I want to say that 2023 got off to a winning start, but that was not the case. Blame it on the weather, the cost of living crisis, Mercury in retrograde or all three, but my work life has not been the smooth sailing I would have liked it to be. A case in point - I came back from the Christmas break with an assurance that I would be working on a pitch with a client I’d worked with before. The last pitch I’d done with them had gone really well and I was excited about the work I’d be doing for this one, as it was on a topic that I knew really well and felt passionate about. The first day back went great. The second day not so much. The third day, I was informed that I had been taken off the project.
Naturally, I felt crushed. I’d like to say it was solely because I was upset about all the work and time I’d invested into the idea, but mostly my ego felt bruised. Wasn’t I supposed to be the social media expert? Hadn’t I been brought on because of my previous experience with this type of client? Didn’t they rate my performance in the last pitch, which I completed with both of my cats screaming at me in stereo?
There have been a few times when clients have decided not to work with me anymore, or brought our relationship to a screeching halt by restricting access to my emails and Slack channels without telling me first (btw, if you’re a client and you’re reading this, please don’t do that to your freelancers). If you’re the kind of person who can brush this off and move onto the next thing easily, please teach me your ways. I’ve been freelancing for six years now, and every time it still makes me feel like a piece of shit on someone’s shoe. I take an immense amount of pride in my work and hate it when I get things wrong.
My husband tried to make me feel better by using an analogy. Consider, if you will, the football manager. The life cycle of a football manager - and not just Premier League ones - is one of extreme stress and job insecurity. You’re only as good as your last game and, if you’re having a bad run or you ‘lose the changing room’, it’s all over. This doesn’t necessarily mean that the manager is bad at their job, it just means that circumstances changed and it wasn’t the right time for them to shine. The road to football success is paved with the tales of good people in bad situations. David Moyes at Manchester United. Antonio Conte at Chelsea. Thomas Tuchel at Chelsea. Graham Potter at Chelsea. You get the idea.
One of my all-time favourite football managers is Jose Mourinho. A legend who has won every trophy going, he is, inarguably, one of the greatest managers in the modern game. He’s also a huge troll who frequently pisses off players, fans and club owners. He has messed up numerous times, yet always bounces back. There’s something to admire about a person who can go from roaring success to tragedy to farce in one season and yet always comes back smirking, turning down numerous well-paid job offers.
Now, I’m not saying that I am the Jose Mourinho of social media (even if that is the title of this newsletter). I’m not even the Sam Allardyce of social, even if I do share his appreciation for pints of wine. But it’s a fact that sometimes, things just don’t work out with clients. Perhaps you’re not a great fit for the agency. Perhaps the parameters of the project have changed. Perhaps their budget has been cut. Perhaps you just don’t like each other. It doesn’t mean that you’re bad at your job. It’s just not right for you - or them - at this particular time.
As a rule, I try not to make New Year’s resolutions, because I break them far too easily. But sometimes, perhaps it’s good to make changes to the way you approach work. I’m old and wise enough to know that 2023 won’t all be plain sailing. But if I go into it with strength, determination and a belief in my own bullshit, I’ll get through the year in one piece. To misquote an infamous football meme: One regular day of working in social media. That’s all I ask for. Will never happen.
JOBS BOARD
Freelance: Time Out are looking for a Junior Social Media Editor. It looks like a great opportunity for the right person, but looking at the description, you’ll probably need to be based in London for this one
Freelance: The (wonderful) Contact theatre in Manchester are recruiting a freelance Digital Content Officer
Freelance: Major Players have a role on their books for a Social Media Specialist based in Manchester
Freelance: Digital Gravity need a Social Media Lead to work with "an exciting government backed brand within the Arts & Culture field"
Full Time: BBC Radio One are hiring a Social Media Executive. You’ll have to put your application together fast though - applications need to be in by 15th January
INTERESTING THING OF THE WEEK: WHAT DOES GEN-Z REALLY WANT FROM BRANDS?
Brands are increasingly obsessed with attracting the attention of Gen-Z consumers But what does this demographic really want from them? In The Drum, Emily Lowes of Raptor looks at what will impact the attitudes, behaviours and priorities of Gen-Z over the next twelve months. The piece looks at five key areas - social media, dating and relationships, alcohol, music, and fashion - and gives some good insights into what marketers should be talking about to young people, rather than what we think we should be talking about.
IN THE NEWS
Twitter updates ‘Home’ and ‘Latest’ feeds to swipeable ‘For You’ and ‘Following’ options on iOS (and everyone hates it) (TechCrunch)
Meta is further limiting how advertisers can target teens on Facebook and Instagram (The Verge)
Meta is shutting down Creator Studio and is planning to merge tools with Meta Business Suite (Social Media Today)
The Instagram Shop tab is being removed (Instagram)
THINGS I LIKE
In defence of people watching (Financial Times)
I’ve been cooking a lot of recipes from Mob Kitchen’s new cookbook, Fresh, recently. The recipe for Garlicky Chicken and Egg Rice Bowls is an absolute winner (Stylist)
The Beanie Babies episode of “You’re Wrong About” is utterly delightful (You’re Wrong About)
Why are so many social media managers becoming the main character for brands? (Milkkarten)
A truly wild review of a No-Needles Lip Filler (The Strategist)
This is a very interesting piece about Netflix and the woman responsible for commissioning a lot of its programmes (The New Yorker)
CATS OF THE WEEK: MELON AND FINN
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Welcome baaaaaccccckkk to the infamous Cat of the Week section of Social Lives. To celebrate this momentous occasion, I thought I’d feature one of my favourite TikTok series, Melon be Smellin’. Two (adorable) cats called Melon and Finn sniff human food and decide whether they like it or not. It is a very simple concept and yet I am utterly hooked. My day is not complete until I have scrolled through my FYP and seen these two sniff everything from deli meats to vegan cream cheese. Melon also has a very highly developed gag reflex which makes things even cuter.
I would try this with The Void Boys, but they would probably just scream at me for more Dreamies before ignoring the item completely.
SEND ME YOUR CATS! If you'd like your kitty to be featured in the best (and only) newsletter to feature social media news and cats, email me!
